Secrets to Netflix’s Branding

Netflix had significantly grown since its humble beginnings when it introduced streaming services back in 2007. In 2013, they produced their first show, ‘House of Cards’, and they have gone nowhere but up since then.

In its earlier stages, building the Netflix brand meant finding the means to promote it while being an entirely new business. Here are three powerful tools that Netflix used to become a strong brand that it is today.

The Positioning Model

When creating your brand, you need to think about what you want your consumers to feel and recall whenever they hear your brand name. This may involve personal stories, promises, and personality traits. To build your brand, you need to think about what it is, what benefits your customers can get out of it, how it can improve other people’s lives, and what its personality would be if it were a person.

Ideally, you should be as clear, as precise, and as straightforward as possible. Imagine you are talking to a child about your brand. Also, introduce your brand the way that you would introduce a person. Doing so will bring about emotions in the people that you talk to and, in turn, make your brand more memorable. Make sure to mention how your brand can benefit your customers, as well.

The Branding Pyramid

After the Positioning Model comes to the Branding Pyramid, which will embed your brand into the mind of your consumers. Great brands like Netflix showcase focus on the emotional benefits when it comes to this to make them more relatable. They also aim big, promising their customers something to look forward to in the future.

The Branding Pyramid can help you level up your brand’s attributes and benefits to jolt emotions and make your brand memorable. Although Netflix has provided the same benefits over the years, the product changed greatly – from sending out DVDs via mail to providing streaming services to creating original content.

To make the most of the Branding Pyramid, make sure you evoke the right emotions. Make them positive, personal, and powerful. Additionally, always think big and think ahead. Ask yourself what you want to do for your customers and the world in the long run. Dream big and make plans to make valuable contributions. This will help you create a legacy, just like Netflix and help you reach your full potential.

The Concept Summary

After the Positioning Model and the Branding Pyramid comes the Concept Summary, where you represent your brand’s ideas to potential customers in a summary that people of any age can understand. Netflix came up with several concept summaries to suit their brand promise, and you should create different ones as your brand grows, as well.

Keep in mind that your brand will keep growing and that you will keep learning, but you should also stay true to what your brand can offer. This will help you communicate your vision more effectively. While Netflix described itself with many words back in the day, it became much easier to communicate with customers as time went by as it became more successful and more popular.

Hopefully, with these tools, you’ll be able to create a strong brand in the same way that Netflix did and soar to great heights.

The article was written by Soon Koon.